Internet marketing can be split into 2 categories, paid marketing and non-paid marketing; One method of paid marketing is PPC or Pay Per Click. Search engine such as Google is known for their google Adwords advertising services which utilize the PPC model. Beach Life Marketing Inc helps client manage different accounts across the web that uses such a model to get better ROI or Return On Spending (ROS).
PPC management, or Pay-Per-Click management, is the process of overseeing and optimizing Pay-Per-Click advertising campaigns. PPC is an online advertising model where advertisers pay a fee each time one of their ads is clicked. It’s a way to buy visits to a website rather than attempting to earn those visits organically through methods like SEO (Search Engine Optimization). PPC management involves various tasks and strategies to ensure that PPC campaigns are cost-effective, well-targeted, and deliver a positive return on investment (ROI). Here are some key aspects of PPC management:
Keyword Research: PPC managers begin by researching and selecting relevant keywords and key phrases that potential customers might use when searching for products or services. This keyword research is crucial to determine which terms will trigger your ads.
Campaign Setup: PPC managers set up advertising campaigns on platforms like Google Ads, Bing Ads, or social media platforms (e.g., Facebook Ads, LinkedIn Ads). They structure campaigns, create ad groups, and define budgets and bid strategies.
Ad Creation: PPC managers design and write compelling ad copy that encourages users to click on the ads. This includes creating headlines, descriptions, and calls to action that are relevant to the keywords and ad groups.
Bid Management: Managing bids is a critical part of PPC management. It involves setting bid amounts for keywords and adjusting them to achieve the desired position in search results while staying within budget.
Ad Testing: PPC managers run A/B tests or split tests to compare the performance of different ad variations. This helps in identifying which ad elements (e.g., headlines, images, ad extensions) perform best and optimizing ads accordingly.
Landing Page Optimization: The destination pages that users land on after clicking an ad (known as landing pages) should be relevant, user-friendly, and optimized for conversions. PPC managers often work with web developers or designers to ensure landing pages are effective.
Conversion Tracking: Implementing conversion tracking is crucial for measuring the success of PPC campaigns. PPC managers set up tracking codes to monitor and analyze user actions, such as form submissions, purchases, or phone calls.
Negative Keywords: Identifying and adding negative keywords is essential to prevent irrelevant clicks. Negative keywords are terms for which you do not want your ads to appear.
Quality Score Management: Google Ads, for example, assigns a Quality Score to keywords based on their relevance and the quality of your ads and landing pages. Improving Quality Scores can lead to better ad positions and lower costs.
Budget Management: PPC managers allocate budgets to campaigns and monitor spending to ensure that it aligns with the overall marketing goals and objectives.
Ad Scheduling: Depending on your business, it may be beneficial to schedule ads to run during specific days or times when your target audience is most active.
Geo-Targeting: PPC managers can target ads to specific geographic locations, ensuring that your ads are shown to the right audience based on location.
Performance Monitoring and Reporting: PPC managers regularly monitor campaign performance, track key metrics like click-through rate (CTR), conversion rate, and ROI, and provide clients with detailed reports.
Optimization and Continuous Improvement: PPC campaigns require ongoing optimization to maximize results. PPC managers continually refine strategies, ad copy, and targeting to improve performance.
PPC management is a dynamic field that requires a combination of analytical skills, creativity, and strategic thinking. The ultimate goal is to achieve a positive ROI by driving relevant traffic to a website and converting that traffic into leads or customers while managing advertising costs effectively.
Are you ready to make sure your ads converts into clicks that converts into capturing of leads and eventually convert into being a customer? Then we are ready to help you get to that point.